owning a great blog: a data-driven approach - kopdar 1000 blogger nusantara (indonesia) - 2011-10-29
Post on 13-Sep-2014
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How can you create a great blog by taking a data-driven approach? This presentation looks at how you can use Google's freely available data-oriented tools to help create great content, attract the right visitors, and improve the user experience. This presentation was given to an audience of 1300 bloggers at the Kopdar 1000 Blogger Nusantara conference held in Sidoarjo, Indonesia.TRANSCRIPT
Owning a Great Blog: A Data-Driven Approach Vinoaj Vijeyakumaar Senior Conversion Specialist, Google Southeast Asia
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Google Confidential and Proprietary
Google’s Mission: It’s all about Information
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To organize the world’s information and make it universally accessible
and useful.
Google Confidential and Proprietary
Agenda
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Create Great Content
Attract Visitors
Improve User Experience
Google Analytics
Google Insights for Search
DoubleClick Ad Planner
Google Analytics
Google Analytics
Google Website Optimizer
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Create Great Content
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What is interesting to the world right now?
5 http://www.google.co.id/insights/search/
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Time series trends
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Insights for www.cookingandme.com
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Insights for Search
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Insights for Search
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Insights for Search
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DoubleClick Ad Planner
www.google.com/adplanner
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DoubleClick Ad Planner
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DoubleClick Ad Planner
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Design for your demographics
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www.backtobasics.com.sg
• Font size increased from 12 to 13px • Bounce rate decrease noticeably within 5 days
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Google Analytics
To organize your website visits’ information and make it universally accessible and useful within your entire organisation
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Google Confidential and Proprietary
google.co.id/analytics
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Track Behaviour
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Entry Exit
Behaviour
Engagement
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Where are my visitors from?
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What language do they speak?
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What are people searching for?
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Understand your audience better through segmentation
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This blue line assumes everyone is the same
Don’t make decisions purely on this blue line
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The Power of Segmentation
Offline only
Online only
Offline + Online Organic
(Google) Organic (Bing)
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Google Confidential and Proprietary
Google Webmaster Tools
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Google Confidential and Proprietary
Know what your audience is
searching for
Know your audience
Know what your community is interested in
Recap
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Create Great Content
Google Analytics
DoubleClick Ad Planner Google Insights for Search Google Analytics
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Attract Visitors
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It’s not just about attracting visitors, it’s also about attracting the right type of visitors
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Goals Bring Context to Numbers
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STA
GE
GO
ALS
Measuring Goals along the Purchase Funnel
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Awareness Consideration Preference Action
Purchased my product/service
Spent > 3 mins on my site Visited > 2 pages on my site Visited “About Us” page
Watched our product video Visited “Product Features” page
Created membership account Subscribed to newsletter Clicked on “Join Facebook” button
Used my store locator Downloaded a coupon
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4 Goal Types in Google Analytics
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Event … visitor interacts with your social sharing widgets
Pages/Visit … visitor browses through 3 or more pages on your site
Time on Site … visitor spends more than 5 minutes on your site
URL Destination … visitor lands on your subscribe page
Goal Type Goal Triggered By …
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Goals Bring Context to Numbers Google Store’s Top 10 markets by volume of visitors
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We’re doing awesome in Brazil! Right?
INSIG
HT
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Goals Bring Context to Numbers
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Wow, Brazil doesn’t even factor into our Top 10 markets by conversion rate. Not good!
INSIG
HT
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360 Degree Tracking
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Google Confidential and Proprietary
URL Campaign Variables
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http://www.yoursite.com/landingpage.html?utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan+2011+Campaign&utm_term=my+keyword
http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Jan+03+One+Day+Sale
http://www.yoursite.com/landingpage.html?utm_source=email&utm_medium=link&utm_campaign=Jan+2011+Newsletter
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Email Signatures
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http://conversionroom-japac.blogspot.com/?utm_source=email&utm_medium=signature&utm_campaign=Signature
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conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=googleplus&utm_medium=post&utm_campaign=Gplus+-+GoMeasure
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conversionroom-japac.blogspot.com/2011/10/gomeasure-singapore-and-kuala-lumpur.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Twitter+-+GoMeasure+Videos
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vs.
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Understand your social media reach
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Compare your traffic channels
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3/23/11 3/19/11 Conversion
Direct
Google PPC
Google PPC
3/15/11 3/11/11
Email Google Organic
Yahoo Organic
Google Display
Twitter Google Organic
NYT Referral
Multi-Channel Funnels
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Google Confidential and Proprietary
Understanding research behaviour
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• A significant number of sales occur due to a series of all-direct visits. Some visitors are making up to 7 or 8 direct visits prior to making a purchase.
• A large number of direct visits signifies that the visitor has made up their mind to stay at Amari, but cannot decide on which package to purchase.
• INSIG
HT
• Offer more enticing deals, content, calls-to-action, etc, the more visits that they make to your site.
• AC
TION
Google Confidential and Proprietary
57% of all conversions had multi-step conversion paths
What about the multi-visit customers? How do you get more of them to convert?
Google Confidential and Proprietary
3/11/11
1 Visit
3/23/11 3/19/11 3/15/11
11% increase in bookings within a month
3/11/11
1 Visit
3/23/11 3/19/11 3/15/11
Display Ad
Display Ad
Conversion
No Conversion
Turned non-converting paths…
Into converting paths via more display investment
Insight: Increase display coverage
Google Confidential and Proprietary
Set Goals Tag all inbound links
Recap
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Attract Visitors
Google Analytics Google Analytics
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Improve the user experience
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Traffic from Indonesia is rising rapidly
64 Source: Google Analytics Benchmarking Data
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But engagement is declining
65 Source: Google Analytics Benchmarking Data
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Bounce rates are steadily increasing
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So visitors are less-likely to stick around
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Identify landing pages with high bounce rates
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Test landing pages
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Media
Button
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Google Confidential and Proprietary
24 combinations tested….
Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now
Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
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Google Confidential and Proprietary
Experiment results
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Google Confidential and Proprietary
$500m raised online
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Google Confidential and Proprietary
Where are people leaving my site?
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Monetize exit pages
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“.. these ads provide a means of monetizing traffic that would already be leaving. My users are still happy and getting relevant content.” “… AdSense allowed [me] to see a huge jump in revenue after targeting exit pages.” Kevin Savetz, Owner, Savetz
Publishing and FreePrintable
Google Confidential and Proprietary
How do visitors interact with my site?
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Should I create a mobile version of my site?
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• Bulk of the revenue generated from mobile devices is coming from iOS and Android devices. • iOS users on the whole generate significant value for is this company. • iPad users are the most valuable mobile segment by far.
INSIG
HT
• Prioritise iOS development. • Improve the user experience for iPad users. • Enhance the user experience for iOS users visiting using a device with small screen real-estate (e.g.
iPhone, iPod).
AC
TION
Google Confidential and Proprietary
Mobile Visitors by Market (by Per Visit Value)
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Of the Top 10 most valuable markets by per visit value, 7 markets are in developing countries.
INSIG
HT
Mobile apps will need to take developing market conditions into account in its design considerations: • Operate efficiently on low bandwidth connections • Localised content
AC
TION
Google Confidential and Proprietary
Mobile Visitors by Service Provider
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• A majority of mobile visitors are browsing via service providers in developing markets. • Access to 3G, 2G and/or Edge services need to be taken into account when developing the app’s usability.
INSIG
HT
• Look to partner with telcos (eg Telkom Indonesia) to have your apps bundled in default installations.
AC
TION
Google Confidential and Proprietary
Can visitors view my website correctly?
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Google Confidential and Proprietary
Browser share in Indonesia (Q3 2011)
95 Source: Google Analytics Benchmarking Data
Google Confidential and Proprietary
Browser share trends in Indonesia
96 Source: Google Analytics Benchmarking Data
Google Confidential and Proprietary
Improve high bounce pages
with testing
Fix or monetize exit pages
Fix problematic flows through
your site
Recap
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Attract Visitors
Google Analytics
Google Analytics Google Analytics
Google Website Optimizer
Google AdSense
Google Confidential and Proprietary Google Confidential and Proprietary
Let’s recap …
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Google Confidential and Proprietary
You can use data to own a great blog
99
Create Great Content
Attract Visitors
Improve User Experience
Google Analytics
Google Insights for Search
DoubleClick Ad Planner
Google Analytics
Google Analytics
Google Website Optimizer
Google Confidential and Proprietary
Subscribe for the Latest News
100
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THANK YOU
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